Abstract

The purpose of this study is to examine the factors that play a role in the development of pempek quality favored by consumers and to study internal and external factors that influence the development of pempek processing industry and its implications for strengths, weaknesses, opportunities and threats as well as formulate alternative development strategies for Pempek industry.

The sampling technique used in this study is simple random sampling with a sample area of 95 respondents consisting of 10 pempek processors (producers) and 85 consumers. Data processing is done by using factor analysis to know the dominant factor of pempek industry development. SWOT analysis is used to determine the development strategy of the pempek industry.

The results showed that the factors that play an important role in the development of pempek industry are organoleptic factors consisting of taste, color, softness and aroma; Consumer prices, food hygiene and safety with regard to physical quality, chemical quality, shelf life and strategic location. Pempek industrial development strategy that must be done is by the application of practical and efficient technology, excellent products, hygiene and security, extension of marketing network through cooperation with marketing agents both at homeland and foreign countries, cooperation, restaurant, retail and supermarket, promotional strategy improved through Advertising, leaflets, radio, television, internet and publicity.

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